K18 Hair

Role: Editorial Copy Director & Consultant

Spearheaded the 360° global campaign for AirWash™ Dry Shampoo, creating a high-converting narrative centered on holiday travel, life on the go, and scalp-friendly biotech. Developed three distinct storytelling territories—"hit reset, feel fresh," "fresh hair on the fly," and "fresh hair, carry on"—translated across airport tray OOH, CTV scripts, paid social, direct mailers, and web.

Key Deliverables & Impact

• Agile Campaign Creation: Concepted multi-channel copy on a 2-day turnaround, earning direct first-pass approval from SVP of Creative.

• Full-Funnel Storytelling: Wrote end-to-end creative assets across video scripts (YouTube/CTV), high-impact OOH, paid ads, and influencer mailers (including a 500-unit custom product collab).

• Biotech Storytelling: Framed complex non-aerosol odorBIND™ technology into accessible, TSA-approved travel narratives that drove seasonal repositioning.